As 2020 approaches, clients and agencies alike are heads down working toward finishing 2019 strong and finalizing budgets for 2020. If you’re like our clients, you may be toying around with the idea of updating your website, creating a brand new one, starting (or continuing, we hope!) digital marketing initiatives, and more! At the end of the day, we all have to answer to the same bottom line: did our efforts yield the results we wanted? In this blog, we’ll discuss some of the major reasons you should be implementing event tracking in your marketing strategy.
Reason One: Tracking (Duh)
This seems obvious – but you’d be surprised how many conversations we’ve been part of that revolve around brands and businesses not knowing their user’s journey! By setting up event tracking in Google Tag Manger the right way, we can help uncover and understand prospective and current customer’s behavior on a deeper level than what standard Google Analytics and paid marketing channels provide.
Example: Google Analytics provides a high-level view of a consumer’s online path. With Event tracking, we can see what buttons or forms the user clicks on (or a whole host of other “triggers”) within specific pages, and where they may drop off.
Reason Two: Uncover “Stucks”
The second reason setting up event tracking is important is it gives marketers the ability to learn and uncover “stucks” in a prospective or current customer’s experience on your website. This means that if you have a field form but no conversions, you can start to understand where your audience draws the line in filling out a form that lives on a specific landing page and hopefully increase conversion rates.
Example: You have a form on a landing page that is found once a consumer clicks on an ad from paid marketing efforts. On that landing page, there are nine steps until a “submit” button is able to be clicked. Setting up specific event triggers within the form itself helps uncover where users are dropping off and not completing a form. This brings us to reason three.
Reason Three: Make Your Customer’s Journey Easier
At the end of the day, the data gleaned from Event Tracking insights gives marketing and web teams the tools to make your customer’s journey easier. When a customer’s journey is easier – everyone wins. Once you set up tracking and then uncover where your customers are getting stuck, you can work with user experience designers to create an online experience that leads a customer to complete intended actions which can then be tied to ROI – everyone’s favorite three letter word.
Need help setting up event tracking for your website? Reach out to our team of digital strategists to get a conversation started!